Ukuthenga uNyaka Omusha: ukuthi izitolo ze-inthanethi zisikhohlisa kanjani

Imfiva kaNcibijane inkathi eshisayo ezitolo eziku-inthanethi. Njengoba silindele amaholide, simatasa sithengela abanye izipho kanye nathi. Isazi sokusebenza kwengqondo nochwepheshe emkhakheni wokuziphatha kwabathengi ku-inthanethi u-Liraz Margalit wabelana ngemiphumela yocwaningo lwakhe, olumsize ukuthi abone iphethini yokuziphatha ejwayelekile yenkathi kaKhisimusi.

Ekupheleni konyaka, thina njengabathengi siba namawala kunonyaka wonke, sithatha izinqumo zokuthenga ngokomzwelo kakhulu kunokuqonda. Ikakhulukazi, sichitha isikhathi esincane siqhathanisa izintengo futhi singahlolisisi ulwazi lomkhiqizo.

Ezitolo ze-inthanethi, ukuguqulwa kuyenyuka - iphesenti labavakashi abasha liyakhuphuka. Uma ngokwesilinganiso, ngokwezibalo zikaMargalit, sithenga izinto eziyi-1,2 zezimpahla ngokuvakashelwa kathathu esizeni, bese kuthi ngesizini ephezulu umthengi ojwayelekile athenge izinto eziyi-3,5 ngokuvakasha ngakunye.

I-psychology yokuthenga ngokungacabangi

Ngokuka-Margalit nozakwabo, isizathu soshintsho olukhulu kangaka endleleni yethu yokuthenga sisezikhohlisweni ezihlukahlukene zokumaketha noma "amaphethini amnyama" - amadizayini anjalo okusebenza akhohlisa abasebenzisi ukuthi benze izinqumo ezingase zibe yingozi esikhwameni sabo futhi ezizuzisa isitolo se-inthanethi. . Lezi zindlela zokukhohlisa eziklanywe kahle zinethonya ngokuqondile inqubo yokwenza izinqumo zokuqonda, okungaholela ekuthengeni okungalindelekile, okungokomzwelo.

Nawa amanye amaqhinga ajwayelekile u-Liraz Margalit awahlonze ngenkathi ehlaziya idatha ngombono wewebhu wesayikholoji.

1. Ukukhuthazwa kokucabanga kweqembu

Imikhankaso yokukhangisa esabalele kanye ne-media hype yakhelwe ukudala "umphumela womhlambi" othwebula futhi ohehe umthengi. Lolu hlobo lokukhohlisa kwengqondo ludlala kumazinga amabili.

Okokuqala, kungokwemvelo kithi ukuba seqenjini. Okwesibili, ezimeni zokungaqiniseki, kusivumela ukuthi sifunde kokuhlangenwe nakho kwabanye, okungukuthi, kulokhu, uma wonke umuntu ezitika ngokuphithizela kokuthenga, izimpawu ezingabonakali ukuthi kufanele babe nesizathu esihle salokho.

2. Ukubukela phansi ukwazi okunengqondo

Uma ubheka idatha yokunaka kwabathengi, u-Liraz Margalit waphawula ukuthi ekupheleni konyaka, abantu sebenake kakhulu imininingwane yomkhiqizo nolwazi. Ngakolunye uhlangothi, ukugxila kwabo ezintweni ezifakiwe, izithombe, nezihloko ezihehayo kuyanda.

Abathengi ngokuvamile bafuna uhlobo oluthile lwesizathu sokuthethelela isinqumo sabo sokuthenga. Umphumela womhlambi, kanye nokumaketha okuhlakaniphile, kubangela umuzwa wokuthi ekupheleni konyaka ukuthenga kufanele kube okunengqondo futhi okunengqondo. Futhi "uma wonke umuntu ecabanga kanjalo, kulungile."

Ngale ndlela, abantu baqinisa ngokuzenzakalelayo inkolelo yabo yokuthi ukuthenga ekupheleni kwesizini kubiza kakhulu. Lokhu kusho ukuthi uma bethenga kakhulu, baya konga imali.

3. Dala i-buzz

I-gimmick edumile — umtitilizo wesikhathi esikhawulelwe «namuhla kuphela», «usebenza kuze kube u-December 15», «ukunikezwa kuphelelwa yisikhathi emahoreni angu-24» — isetshenziswa phakathi nenkathi ephezulu futhi ikhuthaza abathengi ukuthi bathathe isinyathelo ngokushesha. Ukuphuthuma kudala umqondo wokuthi esimweni samanje kubalulekile ukwenza okuthile ngokushesha ngangokunokwenzeka, kuyilapho ukuthambekela okungokwemvelo kokubambezeleka kwesinqumo kunqatshwa. Abathengi banomuzwa wokuthi kufanele bathenge khona lapha, manje, namuhla, kulo mzuzwana.

4. Ukwenza kusebenze ukwesaba ukulahlekelwa

Ukugwema ukulahlekelwa kuyisifiso somuntu esingokwemvelo abathengisi asebesebenzise isikhathi eside futhi ngempumelelo. Empeleni sitshelwa ukuthi sisengozini yokulahlekelwa yithuba elihle. Lapho sazi ukuthi okuthile kuzophela, isifiso sethu sokuba nakho siyakhula. Isibonelo salokhu yiBlack Friday. Lesi sikhathi esinqunyelwe kudala umuzwa wokuphuthuma ezingqondweni zabathengi, okuholela ekuthengeni okusheshayo.

Abathengisi ngokuvamile bakha inzalo yabathengi ngokugqamisa isitoko esilinganiselwe sezinto ezitholakala kuphela isikhathi esifushane. Lokhu kuthuthukisa inani lazo elicatshangwayo - phela, ukuvela okuncane kanye nenani kuxhumene eduze. Ukwesaba ukulahlekelwa kwenza ikhono lethu lokuma kancane ngaphambi kokuthenga futhi sicabange ukuthi siyalidinga yini nokuthi intengo ifana kanjani nekhwalithi yomkhiqizo.

Lapho i-logic ithule, sibuswa imizwelo. Ngakho-ke, kunanini ngaphambili, sithembele endleleni umkhiqizo osenza sizizwe ngayo, kunokuhlaziya okubandayo kwenzuzo yezindleko.

5. Ukudala ulwazi oluhlangene

Imizamo ejulile yokumaketha kanye nokukhangisa okugcwalisa indawo yabezindaba ekupheleni konyaka kusenza sikholwe ukuthi sibamba iqhaza ekuhlanganeni kwethu ndawonye, ​​ngakho-ke sibe amalungu aphelele omphakathi. Ukuthenga ngesikhathi samaholide kuyisiko, umcimbi: njalo ngonyaka wonke umuntu ulungiselela ukuthenga, ukwaba isikhathi nemali ngakho, futhi uxoxe ngakho nabangani, ozakwabo nomndeni.

Ukuhlanganiswa kwalezi zici kuholela umthengi ogibeni lokuthenga. Ngokusho kukaLiraz Margalit, izingosi ze-e-commerce zizama ukusebenzisa izimiso ezifanayo unyaka wonke, kodwa naphezu kokuqhuma okuncane komsebenzi wabathengi kwezinye izinyanga, asikho isici esinamandla kune "final" ehambisana nokuphela konyaka omdala nokuqala. entsha, ehambisana namaholide azayo.

Mayelana nochwepheshe: U-Liraz Margalit uyisazi sokusebenza kwengqondo, uchwepheshe emkhakheni wokuziphatha kwabathengi ku-inthanethi.